Actavero

Methodology · Visibility

How the SEO per product cluster is calculated

Method version visibility-v2 · Last updated

In short

Actavero sorts every keyword of the SEO measurement into one of the company's product lines (from the market profile), into General (relevant to the sector but not about one product, such as comparing providers) or into Not your market (searches about things the company doesn't offer, such as currency conversion rates for a bank). The SEO share of voice is calculated per product line, and Not your market is left out of the overall share so that a competitor's unrelated traffic doesn't inflate its score.

Formula

Cluster(k) ∈ {product line 1 … n, General, Not your market}
Share of brand b in cluster c = Σ estimated clicks of b on keywords in c ÷ Σ estimated clicks of all tracked brands on keywords in c × 100
Overall SEO share uses all keywords except Not your market

How it is calculated, step by step

  1. Take the product lines from the market profile, grouped into domains (e.g. Lending → mortgage, personal loan, car loan); you can edit them under Company & competitors.
  2. Give Claude the keywords in batches with the numbered product lines, General and Not your market, and ask for one group per keyword, whether the search looks for one specific company (navigational), and who it is for: private customers, professionals (self-employed, SMEs) or both.
  3. Store the group with each keyword of the measurement.
  4. Per group, calculate each brand's share of the estimated clicks (as in SEO share of voice), the leader, your rank and how many keywords you have in the top 10.

What goes into it

Product lines
The company's products and services from its market profile.
Keywords
The keywords of the SEO measurement with search volume and each brand's Google position.

Data sources

  • DataForSEO Labs (ranked keywords) for the keywords; Claude (Anthropic, a small fast model) for the sorting.

How often it is updated

With every SEO measurement (monthly, and on demand at most once a week), and again when the product lines change.

How to read it

  • A product line where a competitor holds a much higher share than you is where your search content or pages for that product fall short.
  • General searches (comparisons, 'best bank') reach people who haven't chosen a provider: a high share there brings new customers.
  • A large Not your market group means competitors rank on topics outside your market; their overall SEO strength looks bigger than it is for your business.

Example

For a bank, 'hypothecaire lening simulatie' goes to Mortgage loans, 'spaarrekening vergelijken' to Savings, 'beste bank' to General and 'dollar euro' to Not your market.

Limitations

  • The sorting is done by an AI model and can occasionally put a keyword in the wrong group, especially short or ambiguous searches.
  • Product lines come from the market profile; if a product is missing there, its keywords end up in General.

Frequently asked questions

Why doesn't Not your market count?

Share of voice should measure the competition for your customers. Searches about something you don't offer would reward a competitor for traffic that isn't relevant to you.

Can I see the keywords of one product?

Yes: click a product in the table or choose it in the Product filter; every SEO section then shows that product only.

  • SEO share of voice — Your share of the estimated search clicks of all tracked brands: monthly search volume × expected click-through rate of each brand's Google position, per keyword.
  • Keyword gap — Keywords where a competitor ranks in Google's top 10 and you don't, sorted by the extra visits per month you would get at the best competitor's position.
  • Competition pressure and head to head — Of the keywords where any tracked brand ranks in the top 3, top 10 or top 20, how many of your competitors rank there too, and per competitor who ranks ahead on the keywords you share.

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